DOCOMO Announces New Corporate Vision
“Pursuing Smart Innovation: HEART”


TOKYO, JAPAN, July 29, 2010 --- NTT DOCOMO, INC. announced today a new corporate vision, named “Pursuing Smart Innovation: HEART,” under which the company intends to achieve new growth by delivering new value to customers and ever-changing society.

For the past 10 years, DOCOMO implemented its Vision 2010 corporate vision to successfully create new communications culture by delivering diverse services and enhanced value to customers and society. Under its new vision for “Pursuing Smart Innovation: HEART,” DOCOMO intends to leverage its considerable powers of innovation to align its continued growth with the challenges and opportunities of the next 10 years, including accelerating globalization, environmental protection and the increasing spread of broadband.

Such innovations will address the changing needs of society as the use of mobile technologies continues to diversify and the quality of communication continues to evolve, particularly in the approaching era when mobile phones are owned by virtually everyone and are thoroughly integrated with daily life.

Through its new corporate vision, DOCOMO intends to enhance the uniquely joyful and inspirational qualities of mobile communication, as well as pioneer innovative new solutions for pressing social issues. The company expects to partner with a broad range of companies to drive such innovation, and thereby connect people and society in smart, innovative ways for enhanced quality of life.

Please see the attachment for details about the new corporate vision.


NTT DOCOMO is the world's leading mobile operator and provider of advanced mobile services. The company serves over 56 million customers in Japan, including 49 million using i-mode™, the world's most popular mobile e-mail/Internet platform, and 54 million using FOMA™, the world's original 3G mobile service based on W-CDMA. As a leader in the development of cutting-edge mobile technologies, DOCOMO is continually expanding the role of mobile phones as versatile and highly personalized "lifestyle tools" for everyday life, including with a wide range of innovative services for mobile payments, GPS, mobile TV, multimedia content and much more. NTT DOCOMO is listed on the Tokyo (9437), London (NDCM) and New York (DCM) stock exchanges. For more information, visit

FOMA and i-mode are trademarks or registered trademarks of NTT DOCOMO, INC. in Japan and/or other countries.
FOMA service is only available in Japan.

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